There’s a new Vodka in Town: Interview

 

After a discovering Viva Vodka at the recent Cape Town Electronic Music Festival More Than Food sat down with their team to discuss the life of vodka production in South Africa and everything else you need to know about the new vodka in town.

1. How many local vodka distilleries are there in South Africa?
Not a significant amount – but there are a few. Most vodkas are grain-based however. Viva Vodka, is distilled from the tropical sugar cane fields of KZN.
 

Why is vodka not commonly seen as a South African product?

Because it originated in Eastern Europe and has traditionally been imported into South Africa
The first documented production of vodka was in Russia at the end of the 9th century, but the first known distillery at, Khylnovsk, emerged about two hundred years later.
Poland lays claim to having distilled vodka even earlier in the 8th century, but as this was a distillation of wine it might be more appropriate to consider it a crude brandy. The first identifiable Polish vodkas appeared in the 11th century when they were called ‘gorzalka’, originally used as medicines.
 

Do you find customers hesitate when they see a new vodka brand? How do you overcome the loyalty barrier when it comes to breaking into an existing market?

Both our local and many overseas markets are saturated with local and imported vodka brands – and perceptions around the prominent individual vodka brands are particularly strong and entrenched.
Packaging and brand naming, as well as marketing and communication, therefore needs to be particularly focussed and considered – and convey a distinctive feel geared to the individual target market – and importantly, new brands entering the marketplace need maintain this.
 

It seems MCC is in a battle against the perceived superiority of Champagne is local vodka fighting a similar battle against the perceived superiority of more known international vodka brands?

Consumers often see themselves deriving advantage from the consumption of global brands, because these are perceived to be more value-added for the consumer, either through better quality (as a function of worldwide acceptance) or by enhancing the consumer self-perception as being cosmopolitan, sophisticated and modern.
For a local brand to be more ‘valuable’ to the consumer it needs some form of ‘perceived advantage’. This level has a number of generic dimensions (e.g. stronger perceived popularity, greater appeal, better pricing, superior performance), but others will be category specific. This can be a direct extension of some unique aspect of the product delivery. However, in many categories brands have little genuine product differentiation. For these brands, softer aspects such as saliency, emotional appeal, personality and popularity can provide advantage.
 

What does a vodka expert look for in a sip? What characteristics can be used to identify a good vodka?

 
Okay, based on the three senses (sight, smell and taste); these are the characteristics that make good vodka.
 

Sight:

Look at its clarity, texture and luminescence.  As you swirl your vodka you should notice its ‘legs’ as it washes over the inside of the glass.

Smell:

Good vodka should have a grainy, creamy or sweet fragrance (as in the case of Viva). Low quality vodka will have a somewhat medicinal odour.

Taste:

First off, vodka shouldn’t taste caustic, but should go down smoothly. Each brand has its own unique aftertaste. With good quality vodka, this sensation should linger on the palate for a few seconds after you swallow or spit. Viva Vodka has a somewhat subtle sweet aftertaste.
 

Why did you partner with Cape Town Electroinic Music Festival?

 
The Cape Town Electronic Music Festival (CTEMF) is renowned for bringing underground music acts to the fore and delivering to Cape Town a variety of international electronic dance music (EDM) trends. The CTEMF also proved to be the perfect occasion for Viva Vodka.
Seen as an innovator in the local spirit industry and being a (proudly) locally produced vodka, Viva wishes to firmly align itself with pioneers in other diverse categories, as such CTEMF was the perfect party – and the perfect fit!
What better way to celebrate South African culture and ‘lust for life’ than with music.
 

What sort of consumers are drawn to Viva Vodka?

      Young, upwardly mobile, quality conscious. As we say on the vivavodka.co.za website: Viva Vodka is for the young at heart, the party starters, the freedom seekers!
 

What is the best food to eat with vodka?

Any vodka aficionado will tell you that vodka pairs superbly with any food. Though there is a perception that vodkas have no distinct flavour, good quality brands all have their own subtle differences in taste and notes. Many countries and cultures have been pairing vodka and food for years, with others slowly picking up on this trend.
In fact vodka is often enjoyed best when paired with certain appetizers and meals. The subtle notes of citrus in Viva Vodka complement a wide variety of cheeses (from creamy mellow to stronger cheeses). Its gentle sweetness pairs phenomenally well with caviar (of course1), but also other seafood like oysters, smoked salmon and crab cakes. But really, you can enjoy Viva with anything – particularly as the base of a delicious cocktail.

 
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